Understanding the customer journey is a challenge for digital marketers, particularly when it comes to perfecting the process of online travel booking. The reality is that there are so many factors that influence a consumer before they make their final travel purchase decision. These factors occur on and offline, across multiple devices and over an unpredictable range of time. This article lists five best practices:
Understand the travel visitor and his or her purchase process.
Measure all relevant data points within the booking process
Optimise for device type as matched to the appropriate stage of the customer journey
Generate traffic and demand for the purchase process.
Right-size the booking funnel.